Advertising to Children by Marcia Amidon Lüsted

By Marcia Amidon Lüsted

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These types not million in fees to show only determine to whom a product products such as British Airways, Finlandia vodka, should be marketed but also how that Heineken beer, and Sony electronics in the movie. product can catch on, become the In another James Bond next big thing, and spread among the movie, the Philip Morris tobacco company paid groups. The four groups identified more than $350,000 just to have the Bond characby marketers are edges, persuaders, ter smoke Lark cigarettes. followers, and reflexives.

They claim that children who do not see The First Amendment any advertising When advertisers and corporations are faced until the age of with the idea that they should not market to children, they cite the First Amendment to 12 or 15 would the Constitution and the right to free speech. be unprepared Advertisers often contest attempts to limit what they can say and whom they can advertise to as to deal with the being unconstitutional. sudden barrage of In 1975, the Supreme Court ruled that the commercials that First Amendment protected advertisements and other forms of commercial speech.

To reach them. Filmmakers are required to disclose to their audiThe reflexives are those who are ence that paid product on the outside of the popular groups placements are visible in their movie. Because and are likely to remain there even these announcements are usually listed in the credthough they try to be socially accepted its and easily overlooked, and popular. They, too, do not have some consumer commercial-alerting organizations a lot of self-esteem. Even though they feel that paid placement should be more obvious.

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